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How QR Codes are Being Used in the Fashion Industry

The devil may have worn Prada in the mid-2000s, but the devil now wears QR codes even on the runway.

Fashion industries use QR codes for marketing strategies and promotional campaigns to keep up with what’s in vogue.

With the help of an advanced free QR code generator, the fashion industry can create and post QR codes for both back and front stage use.

Read on to find the most recent innovative uses of QR codes in fashion.

QR Codes at the CSM Graduate Show

The BA Fashion class of 2022 in Central Saint Martins – University of the Arts London held their graduate show on May 24th with Madonna and FKA twigs among the spectators.

The runway was flooded with creativity as models walked down wearing the students’ designs, but one set stood out.

Audiences were surprised when out came three models wearing giant white cubes, each having an enormous Instagram QR code printed on them.

Christie Lau, the genius behind this digital fashion feat, used the codes to link audiences to an Instagram filter where they could see her designs. 

Fashion brands that have used QR codes

Here are three fashion brands that have launched QR code-powered campaigns:

  1. Reformation

Reformation is a sustainable fashion brand that is popular among millennials. It partnered with FibreTrace to create a unique collection of jeans with QR codes on tags.

Scanning the QR code takes the user to a website where they can see the jeans’ journey: where they started, how it was made, and how they ended in the brand’s store. Now that’s a more personal and effective way to promote an eco-friendly fashion brand.

  1. Michael Kors

For its 40th anniversary, the American brand brought back 16 of its most famous outfits. Supermodels Alek Wek and Bella Hadid led the runway wearing the reissued pieces.

Each look came with a video QR code on its tag that routes scanning users to footage of the piece’s first presentation.

For instance, the code in the red ensemble Hadid wore linked to a video showing Cindy Crawford strutting the original outfit during Michael Kors’ Spring show in 1999.

  1. Pangaia

PANGAIA, an eco-friendly clothing company, partnered with products innovator EON to develop “Digital Passports” for their signature sweatsuits.

QR codes were printed on each item’s care label. Each code allowed shoppers to unlock the entire lifecycle of their purchase.

The scanned codes also served as gateways to provide more information on how the product affects the environment.

Notable mentions

Klarna is a Swedish buy now, pay later (BNPL) service. Founded in 2005, it aims to provide a smooth online shopping experience.

It made headlines in 2020 as it launched the first-ever “censored runway” in Australia. Ten ethnically diverse models sashayed down the catwalk in pink silk robes. Each model held a QR code with them.

The guests then scanned the QR codes using the Klarna app to see the outfits on their screens, and if they liked one, they could purchase it right on the spot.

QR codes: the trend that never goes out of style

Fashion brands always rely on current trends for their collections, but trends quickly change as time passes.

One trend that fashion companies can ride along with is QR code technology. Unlike most trends, this one’s here to stay for the long haul.

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